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How to promote Instagram


According to the latest figures, the number of Instagram users has already reached 1 billion. Approximately 500 million active users access the app every day. Such popularity and momentum that the social network is gaining make many people think about doing business on Instagram. A lot of competition and a huge number of users cause constant updates and new items on Instagram, which you need to constantly monitor.

In this article, we will tell you how to engage your audience, how to write texts, and how to create photo and video content that sells.

What are the types of content

Traditionally, all SMM specialists single out informational, selling and engaging content. The informational content type gives the user a utility. With its help, a person receives new knowledge, learns about someone's experience.

What informational content can be about:

  • niche news;
  • brand or company news, company life;
  • information about the product, its overview;
  • tips, life hacks, recommendations;
  • myths around services and their dispelling;
  • interesting facts about a brand, product or company;
  • main differences from competitors;
  • opinions of experts in the niche;
  • frequently asked questions and answers to them;
  • moments from production.

This type of content is designed to acquaint a person with the life and activities of a company or brand.

Схема типов контента

The selling type of content tells about all the benefits of a particular product or service. When faced with such content, the user must want to purchase it.

What can be the content of a selling nature:

  • promotions, discounts, bonuses and sales;
  • photos of customers who have already used the product or service;
  • reviews or video reviews;
  • a testimonial or photo of a famous person who interacts with your company;
  • gift ideas that are related to your product;
  • a story about the details of your product, a description of its benefits;
  • the benefits of your services or products;
  • stories of satisfied customers about how a product or service solved a problem.

Engaging content is designed to grab attention. When faced with this type of content, the user wants to continue interacting with the account. What kind of posts can these be?

  • contests, like-times, draws for account subscribers;
  • various funny photos or videos;
  • quizzes, marathons and quests;
  • statements of famous people and memes;
  • interactive.

As for interactive, this is one of the latest trends on Instagram in 2019. Interactives help to engage people and increase the level of interaction with your account. This is especially effective for commercial accounts and personal brands. This type of engagement brings positive emotions. It is unusual for its novelty and creativity, which means that your brand will now definitely be remembered from dozens of competitors.

How to make a content plan?

When drawing up a content plan for a week or a month, you need to rely on an already created promotion strategy. Your goals and objectives are taken as the basis of the promotion strategy, and the percentage of posts in your Instagram account is already compiled from them. What are your goals and what do you want to achieve from working on this platform? The answer to this question will tell you what kind of content is more needed for your audience: informational, engaging or selling.

For effective promotion, also use information from the pages of competitors. Competitors can be direct, indirect and local. Local competitors offer a similar product, but in other regions. Indirect competitors of your company, in turn, offer similar products or services. Direct competitors offer almost identical products to consumers. We advise you to analyze 3 types of your competitors. So you can learn about their advantages and disadvantages. A thorough analysis will help you build up and promote your account better. You can also get ideas for photos, videos and posts from competitors.

We advise you not to copy other people's texts, as non-unique content will rank poorly on Instagram.

We recommend that you follow thematic hashtags daily and be inspired by the content of other users. This will allow you to better understand how to create your own videos, stories and how to write texts.

As for the frequency of publications, we advise you to publish no more than two posts per week. Due to the fact that Instagram is constantly changing ranking algorithms, in 2019, the time of publication does not matter. We advise you to pay much more attention to the quality and usefulness of content for ordinary users. The more your content engages, the more people will want to interact with it.

Схема почему люди делают публикции

In case you want to organize a live broadcast, we advise you to do it on Sunday evening at approximately 21.00.

We advise you to create a content plan for the whole month in advance. This will save you time and keep you posting regularly throughout this period. In addition, the content plan makes it possible to plan the visual of the feed, and this is important, since Instagram is still focused on the aesthetic component.

What should an ideal content plan consist of:

  • post number;
  • date;
  • time;
  • day of the week;
  • post type (informational, engaging, selling);
  • additional information, notes;
  • photo or video;
  • TOR for contractors;
  • post text;
  • hashtags.

What to write about?

For high-quality promotion on Instagram, we advise you to focus on informational content. Best suited for this:

  • Reviews of upcoming events, events, services or products.
  • Poll subscribers about something. People always want to express their opinion, share their thoughts about a certain situation or event. You just have to encourage them to do so. If you were a speaker at an event and polled people offline, you can share the results of the poll and your opinion in a ready post.
  • Latest news and trends is one of the most common headings. People love to be in the middle of things, especially if the news is about their favorite brand or company. Share your expert opinion, estimates, forecasts for the future in a certain niche. This is one of the trends in 2019.
  • Life hacks are one of the most saved content types on Instagram because of the usefulness they bring.

How to engage with user-generated content

User-generated content is content sent by buyers, subscribers who liked a certain product. This is especially true for commercial profiles such as men's and women's clothing stores, jewelry and handmade jewelry brands, perfume stores, etc.

An interesting fact is that the page of the world-famous Starbucks coffee house actively publishes user-generated content from customers from all over the world.

Что такое пользовательский контент?

As you can see, this type of content gives your other followers credit for your brand. Thus, it engages your audience to interact and buy in your account.

What are the ways to get user-generated content?

  • Various contests. Invite your audience to participate in a contest in exchange for gifts. Such mechanics well involve and stimulate the audience to action. This way you will get much more content.
  • A marathon is one of the most popular ways to get content today. It brings people together and builds engagement around your account.
  • We also advise you to team up with people who have similar audiences to conduct joint draws. This will allow you to attract subscribers and gain the trust of new people.

What texts to write?

Each person thinks in a special way, each of us has a special formulation of thoughts and expression of ideas. Accordingly, each person's texts will have their own unique tone of voice. In 2019, Instagram especially appreciates realism, own thoughts and truth. People are already tired of stereotypes and clichés. The demand of society is individuality. To gain popularity and recognition on Instagram today, you need to stand out with a creative approach and extraordinary ideas for maintaining a profile. On this site, vivid emotions from events, stories about your own experience, your personal insights and conclusions are welcome.

According to the latest analysis of audience engagement, in 2019, storytelling posts and posts of medium size are still in the lead. This is explained by the fact that users love it when the curtain of someone else's life opens and a person speaks openly about everything that is happening to him at the moment. Small posts up to 5 sentences engage the audience much less. They are relevant only for commercial accounts that are aimed at selling their goods. In such small posts, basically only the main characteristics and a brief description of the product are given.

Remember that the text must be structured. So it looks more readable and does not strain the perception of a person. For a clear structure, use headings, subheadings, paragraphs, paragraphs. One paragraph, as a rule, on Instagram should not be more than 3 sentences.

Add a CTA or call to action at the end of each post. This is a call to action that can encourage people to:

  • follow the link in the profile description;
  • write your opinion or leave contacts;
  • leave a like or comment;
  • make a repost;
  • save post.

We advise you to add several unique and thematic hashtags to each post in the comments. Thematic hashtags make it possible to find you in the search, and unique hashtags improve account navigation. 3-5 hashtags for each post is enough. In 2019, you no longer need to use hashtags that don't fit your post. For this you risk getting a shadowban. As for geolocations, we advise you to add the places most visited by your target audience.

What photo content should be posted?

Instagram is a visual social network. First of all, the content of the social network is focused on the visual perception of users. If you want to promote your business or yourself as an expert on Instagram in 2019, then you must post professional photos.

С каждым днем в Инстаграме растет конкуренция, а это значит, что обычные пользователи стали избалованными качественными фото. Согласитесь, возникает вопрос: как же выделиться и запомниться?

First of all, you must be a bright personality in your own right with your own non-standard ideas and picture of the world. You must be original and not like others. To take good photos, we advise you to learn the basics of posing and photo retouching. Basic and key knowledge will be enough to make good content on Instagram.

If you run a business account on Instagram, then take care of high-quality photos of goods or services. To do this, it is better to make a photo shoot so that the product / service looks as attractive as possible.

In addition to the quality of photos, Instagram requires a lot of characteristics for photos. First, ask the photographer to create square or 1:1 shots. The photo size must be 1080x1080 pixels. If you want to place text on the photo, then the text should not be more than 20%.

There are a huge number of applications that can improve the quality of a photo. We advise you to download the basic ones:

  • Lightroom;
  • Snapseed;
  • VSCO;
  • Adobe Sketch;
  • Pics Art;
  • Photoshop Fix;
  • Canva; 
  • Afterlight.

What kind of video content should be published?

It's no secret that video content is the trend of 2019. According to experts, by 2021 more than 81% of traffic will be video. This is due to the availability of video and the ease of its perception.

Every year the speed of our life grows more and more. We are watching the turnover increase. People want everything here and now. And this is a fact that cannot be ignored.

It’s no longer a secret that videos help a page rank better, so we advise you to start focusing not so much on photo content as on video.

The mobile video market is growing. The real case is the popularity of TikTok. TikTok is a social network that allows you to create short music videos, live broadcasts and exchange messages. As a result, we can see that other companies are now building analogue short video services. Creating a quality product is impossible without the constant generation and implementation of creative ideas. To attract and engage your audience, you need to move away from patterns and strive to create atypical, original content.

As for commercial accounts, it is very important for them to provide not only fashionable, but also useful videos. We advise you to create useful videos on how to use the brand item, tell interesting facts about your product. Such videos will be the most selling due to the fact that they will not have a direct sale. Very soon brands will communicate through video content, and we will see even more adoption of augmented reality.

As for forecasts, we can give some of our recommendations:

  • Every year we see how trends and fashion change for different eras. In 2020, we will be able to see how well-known brands return to the aesthetics of the two thousandth.
  • 2020 will see a transformation in video formats. Vertical videos will be promoted on all platforms, and old content will be adapted to new formats.
  • The trend for naturalness and nativeness has confidently burst into the market. People on Instagram are no longer interested in perfectly edited videos and retouched photos. People want to see in the video a reflection of real life and everyday life, and this feature has already been taken into account by major global brands.
  • The segment of augmented reality will grow next year. Now masks on Instagram are at the peak of popularity. We assume that in 2020 the number of services that will benefit people through VR will increase.
  • IGTV has already taken shape as a separate platform, which is gaining popularity every day. This platform allows you to download videos and live streams. Accordingly, accounts that use this platform will rank much better. IGTV allows you to conduct webinars, various consultations. Upload videos up to 10 minutes or more in length and still gain reach in the feed.
  • Implement animations on your Instagram. These are non-standard and creative videos that stand out from hundreds of others. This way you can draw attention to your profile.

Being engaged in the promotion of a personal brand or a commercial account on Instagram, you can no longer do without a live broadcast. Live broadcast is used to interact and communicate with your audience. It allows you to increase user interest in your account and convert your subscribers into the status of potential customers. In addition, by conducting live broadcasts, you get a credit of trust from your own users.

Продвижение в Интаграм

Let's summarize what has already been said

  • The first thing you need to do is determine the main objectives for your account and how to monetize. From the presence of tasks and goals, the strategy and the content itself will be created in the future.
  • For effective promotion, you need to create a content plan. It will help you maintain regularity and consistency in your publications.
  • Bet on realism, expertise and creativity. People have had enough of perfect content, and it is no longer relevant. Now the trend is coverage of moments from real life, naturalness and naturalness both in content and in text.
  • Make the most of all platforms on Instagram. This will allow your account to rank better and increase user engagement.

In this article, you learned how to promote on Instagram in 2019. We have given you guidance on what content to post and what to pay special attention to. We hope this article was helpful to you.

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